Tuesday, March 12, 2013

Six examples of effective multichannel marketing campaigns

First Direct

In an effort to bring more transparency to its marketing First Direct ran a campaign that involved visualising brand mentions from social media, but in a change from the norm it displayed both positive and negative comments.
The online bank created a dedicated microsite that showed data harvested from sites including Twitter, Facebook and MoneySavingExpert. 
The aim was to target London commuters, so the data was visualised through a variety of digital formats including Underground track projections, big screens at 26 major Network Rail stations, digital escalator panels and LCD screens at Underground stations, as well as static tube car panels.
Online, First Direct launched a series of direct response adverts and brand adverts across a significant amount of digital media. 
The campaign messages were refreshed on a daily basis, and incorporated live streaming of the data visualisations from the campaign microsite. Direct response adverts were also run in the press.
First Direct also drive engagement by inviting visitors to comment in their blogging area, Talking Point. The comments were then fed into visual displays, which were then posted on over 8m other websites.


As we can’t enter The Digitals, this seems like the perfect forum to pat the Econsultancy marketing team on the back.
For the launch of our inaugural JUMP conference for multichannel marketers we partnered with Royal Mail and agency Fortune Favours the Brave for a direct mail piece integrated with an online personalised website. The interactive campaign is an example of personalisation on the fly.
Invitations were sent through direct mail, with a personalised URL, and a magnifying glass. When the user visited the URL, this initiated a conversation that was personalised according to the user’s name and preferences.
As part of the interactive online campaign, users were asked to choose between two different options (e.g. “coffee or tea”), which meant the copy could be personalised in real-time.
The online campaign also measured the time on site, resulting in highly personalised messaging.
In total, 867 delegates were sent the direct mail promotion and there was a 33% response rate. Some 21% of respondents requested bookings, and there was a 56% conversion rate. 
The campaign was highly praised by delegates who felt it was innovative and cleverly executed.

Gatwick Airport

Gatwick was the first airport in Europe to offer 24-hour Twitter support and use mobile barcodes across information points. It is also the first airport worldwide to roll out a mobile and retailer review site via Qype.
In 2010, Gatwick worked with the Rabbit Agency to introduce many new initiatives to support customer service, including:
1. Using Twitter as a real-time customer service support tool. Passengers are encouraged to tweet via information screens. Gatwick uses Twitter as a 24-hour support tool, and operations staffs are trained in how to respond to Twitter comments and concerns while passengers are still present in the airport.
2. Turning construction hoardings into public information points. The free space on construction hoardings was transformed by installing giant mobile barcodes. 
Passengers were encouraged to scan the codes using the Stickybits application and were subsequently presented with a mixture of images and videos showing how the airport was being transformed.
The barcodes are also integration points into location-based networks, including Gowalla, Foursquare and Facebook Places.
3. Integration with ratings and review sites. Gatwick has also integrated the location- based service, Qype, into its website so that passengers can rate the facilities and retailers at the airport on their mobiles, or via the web at home.
These initiatives have led to widespread media coverage in the offline press, including The Sunday Times. The programme has also resulted in more than 100 pieces of online coverage internationally.
Fifty pieces of online coverage appeared after the first giant barcode was put up. From October to November 2010, Gatwick Airport saw an increase in online buzz of 57% with 85% of all online comments being positive.

Marks & Spencer

Through the use of immersive kiosks and iPads in-store, Marks & Spencer introduced a sell-by-sample concept, which allowed customers to see the best flagship store womenswear ranges in smaller stores, where previously they would have had to travel to a larger store.
The product samples were supported by large screen interactive applications that showcased the latest trends and allowed customers to build outfits and place orders while being assisted by specially trained advisors. The initiative aimed to drive awareness of Marks & Spencer’s brands.
Prior to launch, Marks & Spencer conducted extensive testing, and numerous customer journeys were designed based on differing goals, needs and familiarity with different technology, considering both in-store and personal devices.
The kiosk was one of the first 32” large format, interactive, transactional touch screen applications, which allowed customers to complete large screen orders as well as browse through the entire womenswear and lingerie catalogues.
Customers could see full product details, read product reviews, see alternative images and discover online stock availability.
Style advisors were also equipped with iPads, which provided the same virtual basket and scanning technology of the kiosk, but more mobility allowing an order to be placed anywhere in the section, and an alternative for those less keen to self-serve.
Customer reaction to the concept was extremely positive and early sales figures suggested there was also a halo effect of seeing the best of Marks & Spencer presented in such an engaging way in local stores.

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